Practical Internet Marketing Online Syllabus

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					                           PRACTICAL
INTERNET MARKETING
                                                                                         Version: 3.01
                                                                           Last Edited: January, 2010


                                                                           www.depaul.edu/~jmoore/
                                                                              cpe.depaul.edu/opim/




INTRODUCTION TO THE PROGRAM
                    The Practical Internet Marketing           You get the same great class but on your
                    Certificate Program is now available        schedule.
                    online! Our successful six-week program
                                                               This online Internet marketing course will
                    is taught asynchronously by the same
                    instructor who teaches the in-class        prepare you to act both strategically and
                    program. The class will cover the same     tactically – utilizing social media tools like
                    content, but the online format frees you   blogs, microblogs (Twitter), podcasts,
                                                               vodcasts, video, e-mail and networking
                    from having to come to class at a set
                                                               sites to engage with your audience and
                    time and location. You can study at your
                    own pace—any hour of the day, from any     sell your products and services.
                    place in the world with Internet access.
                                                                                            OVERVIEW
                                                                                            The Practical Internet Marketing Certificate
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                                                                                            Program has run as an in-class offering since
                                                                                            2006. We realize that work, travel and family
                                                                                            commitments prevent some from coming to
                                                                                            regularly scheduled classes in Chicago. To
                                                                                            address this need for an asynchronous online
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                                                                                            course we now offer this option. The online
                                                                                            course has the same learning outcomes as the
                                                                                            in-class counterpart but is taught week-by-
                                                                                            week using a combination of video, text,
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                                                                                            podcasts, quizzes and discussion.

                                                                                            Each week will integrate exercises due the
                                                                                            following week. The course combines theory
                           PR A
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                                                                                            and practice in a way that is understandable to
                                                                                            both those with a technical background as well
                                                                                            as those with a more operational background.
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                                                                                            The course will culminate in online class
                                                                                            presentations.
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                                                                                            Who Should Attend
                                                                                            Like our in-class program, the online version is
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                                                                                            appropriate for a wide range of audiences,
                                                                                            including entrepreneurs, nonprofit and small
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                                                                                            business professionals, freelancers, marketing
                                                                                            professionals, and guerilla marketers. If your
                                                                                            location or busy schedule prevents you from
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                                  CA G
                                                                                            coming to the Chicago Loop, then take
                                                                                            advantage of the convenience of the online
                                                                                            option.

                                                                                            You will need a computer (PC or Mac) with a
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                                                                                            broadband connection to the Internet. Each
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                                                                                            class will comprise a mixture of online video,
                                                                                            discussion, text, quizzes and more.




  How You Will Benefit
  Participants learn how to do the following:

   •   Plan and design an effective website     • How to use A/B testing to optimize landing    And more!
   •   Understand how search engines work and     pages
       how to implement successful search       • How to track and analyze Web usage
       engine optimization (SEO) techniques     • Design and send effective bulk personalized
   •   How to use Paid Search                     e-mail
   •   How to blog, podcast and vodcast         • Use PDFs for marketing
   •   How to market through social media       • Find low-cost stock photography
                                                • Create an RSS feed and use RSS to stay
                                                  abreast of trends
SCHEDULE OF TOPICS

WEEK 1: DEFINITIONS AND PLANNING


• Introduction                               • Web 2.0                                     • Domain Name
• Definitions                                 • Software Tools                                   • TLD strategy
• Internet: History / How it works                • Word Processor                              • Trademarks
     • Distributed network                        • Web Editor                                  • Alternative domains
     • Victorian Internet                         • Audio Editor / Podcasting              • Hosting
     • Routing                                    • Image Manipulation                     • Intro to social media: blogs, flogs,
     • WWW                                        • FTP / SSH                                microblogging (Twitter), RSS, podcasting
     • DNS                                        • Portable Applications                    and vodcasting
     • Top Level Domains                     • Basic Computer Security                     • Analytics
     • Who owns the Internet?                • Planning / Design                           • Assignment 1
     • HTML                                  • Internet Business Models
     • Browsers                              • Testing
                                             • Paper prototyping
                                             • Card sorting

WEEK 2: SEARCH AND SEO

      • Search engines:                      • Search engine optimization (SEO):           • Paid search vs. organic search
           • How they work                       • Web copy                                • Google Adwords
           • Major players,                      • Crafting HTML                           • Assignment 2
           • Getting listed                      • Keywords
           • Site submission                     • Inbound links,
      • Directories                              • Robots.txt,
                                                 • Indexing and site maps
                                             • Landing page optimization
                                             • A/B (split) and multivariate testing

WEEK 3: BUSINESS MODELS

•   Internet Business Models                                                               • Assignment 3
•   Internet retailing
•   Channels and multichannel marketing
•   CRM
•   Advertising

WEEK 4: THE SOCIAL WEB

• Innovation                                 • Social Web and social networking - How to   • Consumer-Generated Content
• Second Life                                  use sites like:                             • Assignment 4
• Gaming                                         • MySpace
• Mobile marketing                               • Facebook
• e-mail marketing: How e-mail works, best       • LinkedIn
  practices, text vs. HTML                       • Ning
• Research                                       • del.icio.us

WEEK 5: WRAPPING UP, COPYRIGHT AND SECURITY

•   Organizing                               • Stock photography                           • PDFs:
•   Security                                                                                   • Best practices
•   Privacy                                                                                    • Optimization
•   Copyright                                                                                  • Search strategies

WEEK 6: FINAL PRESENTATIONS AND EXTRAS

• Final Presentations
• “Extras”
                                            Education
ABOUT THE
INSTRUCTOR                                  James holds a B.A. in economics and
James Moore grew up in England and          information technology from Middlesex
lived in both London and Bath before        University in England and an M.S. in
moving to Chicago in 1999. He is            telecommunications with a computer
currently employed as the Director of       science concentration from DePaul
Online Learning for DePaul University's     University.
College of Commerce.
                                            James lives in Chicago with his wife and
Previously he was an instructional          their neurotic cat.
technology consultant for DePaul ITD/
IDD, focusing on distance learning and      Classes and Courses Taught
blended learning. Before working as a
                                            James teaches MKT 595: Internet
consultant, James was Web
                                            Marketing, the Practical Internet
Development Manager for DePaul’s
                                            Marketing Certificate Program and a
Lifelong Learning and Suburban
                                            Search Engine Optimization (SEO)
Campuses. In that position he instituted
                                            Seminar at DePaul.
an expansion in the use of the web for
marketing and communication, including      	
overseeing guerilla marketing techniques
and website analysis as well as
introducing a 24/7 student registration
and payment system.

Before moving to the U.S., he worked as
a helpdesk supervisor for the London
offices of an international financial
advisory and asset management firm. He
also volunteered as a night manager for
Radio Avalon, the radio station of the
Glastonbury Festival of the Performing
Arts.




CONTACT INFORMATION: JAMES MOORE
DePaul University
T/ +1 (312) 362-5701 E/ jmoore@depaul.edu
1 East Jackson Blvd
DPC 6317 Chicago, IL 60604

http://www.depaul.edu/~jmoore/
Frequently Asked Questions
Are there course materials?
There are no required books for this program. Handouts, podcasts and vodcasts can be downloaded from the course website. The
cost of these materials is included in the course fee.




Is there required software?
Projects will require the use of free software. Instructions on how to download and use the software will be provided online. You may
need administrator access to install these on your computer




Is this class very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. At every stage theory is
integrated with the technology – we aim to provide insight for technical and non-technical participants.




Do I need a computer?
You will need access to a computer (Windows or Mac OS X) and a reliable (broadband) connection to the Internet.




Do I get DePaul credit for these classes?
No, but some have been approved for continuing education units (CEUs). These classes are professional education classes, with
different requirements than courses taken for academic credit.




How big are the classes?
Class size is limited. Most classes have about 15-20 students.




Will I have to write papers and take exams?
You will have an assignment each week, which will not be graded, but you will receive feedback on each of your assignments. At the
end of the course, you will have a class presentation. Instructions on how to create your online presentation will be provided.




Is this class very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. At every stage theory is
integrated with the technology – we aim to provide insight for technical and non-technical participants.




How do I access the online course?
You will be sent a username and password the first week of class.